“For an event to be considered a crisis, it has to be reported in the media,” Cánovas explained at the beginning of his presentation. Whether it’s the press or social media, that’s where the line is drawn between what constitutes a crisis and what doesn’t.
According to the expert, it is important to understand that crises are not “divine punishments,” but rather challenges faced by both companies that perform well and those that do not. This is why it is important to always be as prepared as possible, since you never know when you will need to manage a crisis.
Crisis Management in the Face of Journalism
Cánovas offered those present some advice on how to handle a crisis when dealing with journalists:
- Crises attract media attention; it is important to understand that they are situations that interest journalists. It is only natural that they take an interest, since these events provide the raw material for their reporting.
- We should avoid the "us versus them" mentality.
- You should always address the media. Silence speaks volumes and can be interpreted as an admission of guilt.
- If you treat a journalist well, they'll return the favor.
- It is vital to understand that journalists are a key audience. They are opinion leaders and influence other target audiences.
- If the company does not provide information, the journalist will look for another source.
- Truthfulness and honesty are key.
- Bad news shouldn't be doled out bit by bit. Otherwise, it will make headlines more than once.
- Time is of the essence, because journalists are always in a hurry. It is essential to know how to manage your time so you can provide a response as quickly as possible—but one that is accurate.
- There is no such thing as " off the record " during a crisis.
- You have to adopt a résumé format: tell the truth, but not the whole truth.
Social Media Crisis
When it comes to crisis management on social media, there is no one-size-fits-all approach, as each platform varies depending on the audience’s age and demographics. However, Cánovas did highlight one principle that applies across the board and is essential to follow: never censor. It is better to bury a negative comment with positive content than to remove what is causing offense.
Furthermore, the Spanish expert explained that, given that this is a situation where crises can arise at any time of day and where an incident can quickly escalate into something more serious, it is of the utmost importance to act quickly, but judiciously.
He also concluded by adding that “social media isn’t for arguing, but for expressing gratitude and recognition. We don’t handle mistakes well, and we rarely apologize. We should do so more often.”
